Serious question, I promise I'm not trolling. For B2B stuff like services, enterprise software, etc, how do you guys optimize your ad content given that the programmatic ads generate like a 99% bounce rate with no real user engagement or click-through conversions?

I know I kind of sound like an asshole in the title here, but hear me out because I'm legitimately trying to figure out how to optimize programmatic ad campaigns for B2B given that the user engagement is so poor compared to other digital channels. Like the google display network, google paid search, linkedin, bing paid search... all those channels produce obvious user engagement with our content and click-through conversions. That's how I have always judged ad performance, ran a/b tests, and optimized my campaigns.

I've been told numerous times that I'm not supposed to expect comparable performance from programmatic and it's more like a billboard or something. That being said, what metrics and methods do you use to determine how successful or unsuccessful your ad content when the user engagement looks like complete garbage and bot traffic?